I have been dealing with anti-Mormon people for many years, and the biggest objections to the new emphasis is coming from them...and other critics. Their objection is invariably "MORMONS AREN"T CHRISTIAN, so HOW DARE THEY CALL THEMSELVES THAT" followed by a great deal of mockery.
Which all by itself tells me it's time we made it clear that the name of the church really IS 'the Church of Jesus Christ of Latter-day saints." It has been that for nearly two hundred years, and never has been officially "Mormon." That is a nickname...and the biggest problem with it AS a nickname is that it applies, not only to the CoJCoLDS, but to all the offshoot sects that also believe in the Book of Mormon, but who are NOT members of the Church of Jesus Christ of Latter-day saints.
There are, at my last count, something like 300 of 'em, most of 'em defunct and none of 'em more than five or six thousand in number, but when people think "Mormon,' they generally are thinking about those off shoot polygamous groups.
WE, on the other hand, have 14,000,0000 or so members. Not huge compared to Orthodox or Protestant groups, but considerably more than any other Mormon group.
Those other groups, though, are the polygamists, etc.
So the hierarchy is: Abrahamic--Christian--Restorationist--Mormon--Church of Jesus Christ of Latter-day saints.
Think of it as the Ford F150 truck people preferring not to be lumped in with the Focuses.
So we are asking people to call us by the name we prefer, the name that is the most accurate, and the name that specifically identifies US.
Hardly unreasonable, and clarifies things considerably.
BTW, "saint" simply means 'member.' We certainly don't consider ourselves canonized as the Catholics do.
As according to Mirriam-Webster, anyway:
: one of God's chosen and usually Christian people
b capitalized : a member of any of various Christian bodies specifically : latter-day saint
The change will take a bit of getting used to, but in my experience with the nay-sayers, it's a change in emphasis (not a change in name...we didn't change the name) that is really needed. If we don't do it now, when will we?